Celebrity beauty: Who needs celebrity cosmetics
margarita virova
This autumn will be remembered to us not only by the invention There are hundreds of options for eyebrow styling, but also a real insanity in cosmetics, to which celebrities have a hand. Everyone continues to discuss contour sticks released under the name of Kim Kardashian, the expected furor was made by the Fenty cosmetic line, and Victoria Beckham makes a second, terribly expensive and very beautiful collection for Estee Lauder. We tell what happens.
As we found out long ago, the authority of celebrities in matters of fashion and lifestyle and their relevance in social networks are the best tools for selling anything. The essence of the phenomenon has changed little over the years the existence of the institute of stars. Back in the 2000s, every second popular actress or model visited the face of any brand or left her autograph on the bottle (alas, most often not brilliant) perfume. The public was always ready to pay to look like a celebrity: celebrity has an opinion and a dream life with the appropriate attributes. The name of a celebrity becomes a brand in itself - many understand this and create their own business, bypassing collaborations.
Three years ago, Madonna tried MDNA Skin products on the Asian market - on September 26, masks and serums will be available in the US. This is very serious: they developed all the products in Japan, too, they cost a lot of money, the cans have a complicated design. The main product is a magnetic clay mask, which is attached to the device for its removal. The serum, they say, was developed specifically for the singer, and she herself does not hesitate to praise and demonstrate her own brand products on instagram. Delight, continuous delight, although we still have not explained how cosmetics, striving for naturalness, can claim to be a magic cream that reduces wrinkles and removes signs of fatigue.
Yet the current process has a special scope. Already in the first week of the start of sales, grandiose success overtook Fenty Beauty - the cosmetic launch of Rihanna’s own brand, which was already fully recognized as a distinctive designer. Of course, interest in the brand arose long before the opportunity arose to directly get acquainted with its products. The singer wore her own highlighter, lip gloss appeared at the previous show of the Fenty x Puma collection, and presented everything at once during the last one. The concept is clearly about the idea of equality: tonal foundations are presented in forty shades from the lightest to the darkest, holographic lip gloss goes for everyone, girls with very different looks are taken off in the teaser of Rihanna's cosmetic collection. A lot of instagram entertainment - a golden highlighter with the risky name Trophy Wife, magnets for sculpturing sticks, matting napkins can be used for roll-ups. The last, as was discovered by colleagues, is the idea of Milk Makeup, but the buyer doesn’t care if everything is very good.
The effectiveness of celebrities is gaining momentum when you look at them through the prism of social networks - these are more voluminous and contradictory images than those that are shown to us on the screen, in clips and glossy photos. They are living people, and they really do something for their fans. Lipstick Kylie Jenner turned out to be really good matte lipstick at a relatively low price, and they began to be disassembled in a matter of hours in an online store, and then they praised the shadows, the rouge, and intricate holiday collections. And although for a short time of its existence, the brand was mixed up in a scandal with blogger Vlada Haggerty (her lip-art became the basis of the Kylie Cosmetics logo, and then it turned out that the products of the ColourPop brand and the contents of the bottles signed by Kylie are practically siblings, only the first ones stand $ 6, and the second - $ 29), this did not scare away the younger audience of the Kardashian-Jenner clan. As it turned out, people are willing to pay more for participation in the life of a celebrity.
So far, there is nothing definite about the new Kanye West line under the working title Donda, all eyes are on Kim Kardashian and the ambiguous results of her beauty debuts. Dry products are ordinary, cream products are distinguished by a too dry highlighter and a failed brush. Positive reviews, however, also exist. Now everyone is wondering what to expect from KKW Beauty further: there is an assumption that the celebrity will try to master the perfumery segment, to which family members have not yet reached. By the way, they also have a line of Kardashian Beauty hair products - in Russia they are clearly expensive, but they are also more likely to be praised.
The strength of the brand and the actual concept of "star" cosmetics are attached almost by default, and its advertising start is initially higher. But good cosmetics are good technologists, fair production and quality control. It is logical that the newly-made beauty guru has to prove the consistency of the product in the most important categories. And there are good examples. The IMAN brand has not been perceived as a by-product of the Iman model for a long time - it was the first noticeable brand for media that offered tonal foundations that were really suitable for dark skin. Australian brand Kora Organics is praised for formulations that are safe for sensitive skin, and the creator, former “angel” of Victoria's Secret, Miranda Kerr, is doing her full swing. Of course, cosmetics, made with the support of stars, attracts an undeservedly much attention and literally forces themselves to buy, but this is not a problem of blush and eyebrow gel. Besides, who forbids the use of advertising noise for the benefit - as it happened with Rihanna.
Photo: Mdnaskin, Net-A-Porter, Sephora (1, 2), Kylie Cosmetics Shop, KKW Beauty, Pudra, Iman Cosmetics